Brand vs. Performance Allocator
Split budget between brand and performance for your growth stage.
$
Brand compounds and lowers blended CAC.
Performance (short-term)
$27,500
55%
Brand (long-term)
$22,500
45%
Split
55% / 45%
Performance / brand
At the scaling stage, weight roughly 55% to performance and 45%to brand. Performance harvests demand that already exists; brand creates the demand you'll harvest next year — starve it and CAC climbs over time.
Directional starting point drawing on the Binet & Field long/short research. Adjust toward brand as your performance channels saturate.
About this calculator
Get a starting brand-versus-performance budget split based on your company stage, so you stop over-indexing on short-term conversions and starving long-term demand.
Everything runs in your browser — nothing you type is sent anywhere or stored. Use it to sanity-check a plan, pressure-test a channel, or brief a team before you commit budget.